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Merchandising/Marketing/Retailing: Management

Are Virtual Influencers in Luxury Fashion Marketing Uncanny and Deceiving?

Authors
  • Nimet Degirmencioglu (Appalachian State University)
  • Sivasankari Gopalakrishnan (Washington State University)

Abstract

In recent years, the emergence of virtual influencers has reshaped the marketing landscape, prompting researchers to reassess their authenticity and impact on consumer behavior. This paper explores the role of virtual influencers in fashion marketing, specifically within the luxury industry, argues the limitations of VI in their marketing campaigns, and proposes recommendations. Luxury fashion brands are drawn to virtual influencers for their novelty, ability to reach a global audience, and reinforcing exclusivity and prestige while maintaining cost-effectiveness in their marketing efforts. Ethical implications concerning privacy, transparency, and manipulation of digital personas are inevitable digital challenges in VI. Several authors reported the ‘uncanny valley’ effect, a freaky supernatural feel experienced by respondents owing to unrealistic posts by virtual influencers. Moving forward, a critical reassessment of the role of virtual influencers is significant, with a focus on balancing innovation with authenticity and prioritizing brand storytelling over appearance-centric approaches. 

Keywords: Virtual Influencers, Luxury Fashion Marketing

How to Cite:

Degirmencioglu, N. & Gopalakrishnan, S., (2025) “Are Virtual Influencers in Luxury Fashion Marketing Uncanny and Deceiving?”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18673

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Published on
2025-01-15

Peer Reviewed